{"id":2030,"date":"2009-05-18T15:26:18","date_gmt":"2009-05-18T15:26:18","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=2030"},"modified":"2009-05-18T15:26:18","modified_gmt":"2009-05-18T15:26:18","slug":"eye-doctor-blinded-by-bad-marketing","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/eye-doctor-blinded-by-bad-marketing\/","title":{"rendered":"Eye Doctor Blinded By Bad Marketing"},"content":{"rendered":"

Got a real doozie of a marketing tip for you today.<\/p>\n

Check this out:<\/p>\n

So was listening to the local radio station when a certain ad comes on.<\/p>\n

An ad that made a HUGE (but common) blunder.<\/p>\n

Even amongst copywriters and marketers who should know better.<\/p>\n

Let me ‘splain:<\/p>\n

In my little “jerk-water” town, there’s this very popular eye doctor who’s caught the advertising “bug” and is now running ads on the local radio station.<\/p>\n

Which is GOOD<\/strong>.<\/p>\n

But instead of selling, persuading or trying to, you know, make a profit… this ad is teaching us all about the benefits of having good eyesight. Like how good eyesight will make us better drivers, athletes, etc.<\/p>\n

And that’s BAD<\/strong>.<\/p>\n

Why?<\/p>\n

Because it all goes back to the old adage:<\/p>\n

<\/p>\n

“Don’t tell me about your weed killer,
\ntell me about my crabgrass!”<\/div>\n

<\/strong><\/p>\n

In other words, instead of selling us on why we need good eyesight… what he SHOULD do is describe a list of common eye problems people can relate to.<\/p>\n

Maybe like this:<\/p>\n

\n“Do you see little ‘sparkles’ sometimes and not sure why? Are your eyes sensitive to bright light? Do you have trouble seeing at night when driving? Do your eyes twitch while watching TV or staring at a computer screen? Any one of these symptoms may seem innocent… but could also mean you have a very serious eye disease that can hurt your vision or even blind you…”<\/strong>\n<\/p><\/blockquote>\n

OK, I know zippo about eye problems and made that up.<\/p>\n

But do you see how that works?<\/p>\n

And then, after scaring the crap out of us… a call to action:<\/p>\n

\n“The good news is, most of these problems can be fixed if caught early by a professional eye doctor. And if you make an appointment with the Eye Center between May 18 and June 1 we’re giving free eye checkups… yada yada yada…”<\/strong>\n<\/p><\/blockquote>\n

Pretty simple, eh?<\/p>\n

Hey, a little salesmanship goes a LONG way these days. <\/p>\n

Especially in a world awash in bad<\/em> marketing.<\/p>\n

For 101 more easy and ethical sales tips like this, check out:<\/p>\n

<\/p>\n

www.CrackerjackSelling.com<\/a><\/div>\n

<\/strong><\/p>\n

Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":"

Got a real doozie of a marketing tip for you today. Check this out: So was listening to the local radio station when a certain ad comes on. An ad that made a HUGE (but common) blunder. Even amongst copywriters and marketers who should know better. Let me ‘splain: In my little “jerk-water” town, there’s […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8,14],"tags":[],"class_list":["post-2030","post","type-post","status-publish","format-standard","category-copywriting-and-sales-letters","category-sales-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t